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6
Now Is The Time To Start An Email Drip Campaign
Real estate agents have an incredible advantage when it comes to digital marketing.
What could it possibly be?
One of the most powerful ways to get the word out about your brand is email marketing. Studies have shown that email produces an average ROI of more than $30 for every $1 spent. This has remained true throughout the years, even with the advent of spam filters and data privacy standards.
In today's world, email marketing is a natural fit for real estate agents. Most of the people you meet in a day aren't ready to jump into the housing market. It could be weeks, months, or even years before they take the plunge. Email marketing is the way to ensure you stay connected.
Email marketing is also great for retention. The National Association of Realtors found that even though most people are satisfied with their agent's help, they never end up using that person's services again. Why not? Embarrassingly, they simply forget their real estate agent's name.
With digital marketing, you can connect with more customers and prevent turnover, too.
The way to do it is an email drip campaign.
What Is an Email Drip Campaign?
An email drip campaign provides value to your list subscribers on a regular basis, usually once a week. The content they receive is based on their interests. For example, prospective buyers might get a quick digest of local properties that meet their needs. Sellers might get informational articles about selling.
It's called a "drip campaign" because of that steady drip-drip-drip of helpful, informative content.
In the old days, many small businesses and entrepreneurs thought the way to make sales was to "flood" their subscribers' email boxes. These days, people can unsubscribe with just one click. Corresponding with your subscribers no more than twice a week keeps you top of mind, but prevents any aggravation.
Your email subscribers are far more likely to see your messages than your social media followers are. And even if they don't read every single word you send them, it's okay. The purpose of your email drip campaign is to keep your name in their mind so you're the real estate agent they ultimately choose.
After a few months of regular email, a subscriber will know your name off the top of his or her head — before even reaching out to you. Since most people stick with the first real estate agent they interview, you become far more likely to get their business.
Steps to an Email Marketing Campaign
With email marketing automation, you can take most of the manual work out of an email drip campaign.
Before you do that, though, you'll need to have a few basics in place:
- Create a Valuable "Lead Magnet" for Subscribers
Most people won't join your list on a whim. New subscribers usually trade the privacy of their inbox for something they find valuable. Luckily, you have plenty of options. Buyers and sellers alike benefit from the detailed Market Watch Reports you can generate directly from your DeltaNET real estate CRM. If you work mainly with sellers, Delta AVM will help them understand the value of their homes. - Loop Your Event Participants In, Too
Your real estate website and live events provide you with opportunities to capture contact details from more people. Remember, you can't add anyone to your email list without their active consent. With that in mind, open houses are a great way to get more people on board. Open House Connector ensures you get all the insights you need from each registrant, even those who ultimately decide not to attend. - Provide Subscribers with the Right Content
Every piece of marketing content is written for someone. To keep their interest, you need to know what they want from the real estate world. Once you've gathered the right details, all you need to do is send out those emails on time. My Customer for Life is an AI-driven email newsletter that wows buyers and sellers alike with customized content that demonstrates your local expertise. - Turn Subscribers into Customers
After someone has been on your email list for a while, all you need to do is close an agreement. Of course, no one can influence somebody to buy or sell a home until they're ready. But you can point them in the right direction, which may mean an informational consultation with you. Augment your emails with an occasional social media message, text, or call, and your subscribers will convert into business.
Lots of real estate agents and brokers have email marketing on the back burner because they think they'll need to laboriously write one email after another. Nothing could be further from the truth. Marketing automation is at your fingertips with the power of DeltaNET's artificial intelligence.
Contact us to get started today.
